直效行銷對消費者品牌體驗、顧客滿意度與再購意願影響之研究－以王品牛排為例

The Effects of Direct Marketing to Consumer Brand Experience, Customer Satisfaction And Repurchase Intention -A Case Study of Wang Steak

洪靜玉(Ching-Yu Hung)

指導教授 ： 周素娥

國立臺中科技大學/商學院/企業管理系事業經營碩士班/碩士(2014年)

摘要

摘 要
據中華徵信所(2011)的調查，台灣餐飲業前20大業者中80%業者為連鎖餐飲服務業者。本研究以王品餐飲集團價格最高的品牌餐廳「王品牛排」為例，探討直效行銷應用在餐飲業的品牌經營上，對消費者選擇品牌餐廳用餐的影響？及是否能創造消費者對餐廳品牌的品牌體驗或促動消費體驗的動機？進而影響消費者心中對品牌的滿意度，並成功吸引消費者，再次選擇品牌餐廳消費？
本研究回收有效消費者問卷樣本共337份，以SPSS為統計工具，使用迴歸分析探討直效行銷、品牌體驗與顧客滿意度與再購意願之關係，及消費者對於不同的品牌資訊來源與各變數間之關係，並透過階層迴歸分析，探究品牌體驗是否對直效行銷與顧客滿意度與再購意願間，存在著中介效果。
本研究結果顯示：直效行銷對品牌體驗有正向影響。品牌體驗對顧客滿意度與再購意願有正向影響。直效行銷對顧客滿意度與再購意願有正向影響。直效行銷能藉由品牌體驗之中介效果，正向且顯著影響顧客滿意度與再購意願。不同的品牌資訊來源對直效行銷、品牌體驗、顧客滿意度與再購意願，各有不同的影響。

關鍵字

品牌餐廳 ； 直效行銷 ； 品牌體驗 ； 顧客滿意度與再購意願

並列摘要

ABSTRACT
According to the year 2011 survey from China Credit Information Service in the restaurant industry in Taiwan, 80% of the top twenty restaurant businesses are chain restaurants. In this Case study, The Wang Steak, a brand restaurant of the high-end consumption of the Wowprime corp., is used to study the effects of direct marketing as a tool of brand management on consumers' choice. Whether direct marketing will create customers'enthusiasm about attempting brand restaurant, or it will motivate customers' actuation in consuming in a brand restaurant is investigated. Moreover, this study explores the impact of direct marketing on consumers' satisfaction and repurchase behavior.
A total of 337 valid surveys were collected and analyzed by using SPSS12.0 software. Regression analysis was used in studying relationships among the direct marketing, the brand experience and the customer satisfaction and repurchase intention, also in studying the relationships among consumers brand information sources and brand experience as well. Through hierarchical regression analysis to further explore whether the brand experience has a mediating effect on the relationship between direct marketing and customer satisfaction or repurchase intention.
The results of this study are as follows. (1)Direct marketing has a positive effect on brand experience. (2)Brand experience has a positive effect on customer satisfaction and repurchase intention. (3)Direct marketing has a positive effect on customer satisfaction and repurchase intention. (4)Through brand experience, directing marketing has positive and significant impacts on customer satisfaction and repurchases intention. (5)Different brand information resources have different effects on direct marketing, brand experience, and customer satisfaction and repurchase intention.

並列關鍵字

brand restaurant ； direct marketing ； brand experience ； customer satisfaction ； repurchase intention

參考文獻

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